Tivo killed the ad inserted spot. VOD tries to disable fast forwarding, but people always find away around it. Success in monetizing content requires smart advertising and a keen understanding of how much is enough. The article in the New York Times demonstrates that branded entertainment can fund projects and can uniquely break through the clutter to get noticed. As the article suggests, "Integrating a brand or product into the plot of a movie, a TV series or a video game is intended to thwart the increasing ability of consumers to zap, zip through or otherwise dodge — so to speak — traditional advertising tactics like television commercials."
Certainly these are not new ideas. The golden age of television was all about sponsors who integrated their messages into the title or plot of the show. Uncle Miltie and his Texaco Theatre, the Jack Benny Program weaved products like Lucky Strikes and Jello.
Ultimately, the success of the sponsorship and promotion rests on the appeal of the content. Viewers will watch "Soccer Mom" if the storyline appeals, the actors are engaging, and the interest is peaked. First and foremost, the content must be engaging and interesting; otherwise, it becomes seen as a long commercial message to avoid.
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